Today marketers have access to more data than ever. From past purchase behavior to web consumption patterns to social media actions—we are facing an explosion of information. Harnessing this data promises increased marketing efficiency and ROI. But the overwhelming volume of information makes it difficult to know what is important versus what is just noise. In fact, Gartner’s hype cycle puts “big data” near the apex of inflated expectations when it comes to digital marketing.
When you think of values, most people think of words like trust, integrity, honesty, loyalty, or other qualities or ideals they live by. You may associate values with political concepts. Depending on you worldview, you may conceive of them in terms of family, religion, personal freedom, service to others, concern for the environment. All of these are accurate to a certain degree, but they don’t tell the full story.
Ever wish your company could connect with consumers and develop a cult following like Apple, Google, or Netflix? What do they know about connecting with customers that others do not? Here are 4 tips to understand consumer behavior and build audience engagement.
Target is announcing it will give shoppers a more gender-neutral experience, as it looks to get rid of boy and girl-related signs in toy and bedding aisles. The change is coming in response to a post that has gained favor on Twitter from a mom, TIME writer and blogger, criticizing the retailer for specifying which toys were meant for girls or boys.
With summer in full swing, it’s a great time for reassessment and rejuvenation. A key question for marketers and brands to ask during this time is: Who are our top customers? Do we really know who they are? And, what matters to them most?
Please join us in saluting one of the early values based marketers, Burt Shavitz, the face behind Burt’s Bees, who recently passed away. Shavitz and his girlfriend started Burt’s Bees with a simple tube of lip balm in 2008 in Maine. Today the company, headquartered in North Carolina, distributes 200 facial and body skin care products to 30,000 retail outlets internationally. Underscoring the brand’s retail success is the company’s greater purpose: the environment, sustainability and giving back.
Tech and travel start-up Airbnb is the latest major brand to embrace values-based marketing. ‘Is Mankind?’ asks its new campaign, aimed at a higher purpose of promoting kindness and acceptance.
Feel like your marketing efforts are lacking something, but not sure what? Values are the missing link to turn a mediocre marketing campaign into something memorable. You don’t need to be a psychology PhD or a data scientist to create a great values marketing program (although having one on your team definitely helps)! Just follow these three simple steps and you’ll be on your way to forging deeper, more profitable relationships with your customers.
Award-winning firm connects with customers on a deeper level by uncovering core values and purchase motivations
No worries if you have been ‘head down’ this week in projects. We’ve compiled a few recent articles to illustrate how shifting consumer values are driving change in the marketplace.